608: Unique Ways to Discover Buying Intent w/ Guillaume Cabane

ABOUT THIS EPISODE

In this episode we talk to Guillaume Cabane, VP Growth at Drift.

LinkedIn: https://www.linkedin.com/in/cabane/

Looking for a guaranteed way to create content that resonates with your audience? Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get into the show. Welcome back to the BB growth show. We are here today with Gaim Kaban. He is the VP of growth at drift. I am going to be referring to him as gee for the rest of this interview. So Gee, how are you doing today? Man, Hey, James, I'm doing great. Thank you very much for having me here. I have been looking forward to this interview for a while now. Dave your heart. One of your colleagues at drift connected us on Linkedin and mentioned that that you were doing some magic over there. As the VP of growth, and you guys have just been all over the place. It seems like you've been popping up in every every one of my social feeds. I've started using the product. I love what you guys are doing, but I would love, Gee, for you to explain to our listeners, for the few folks that aren't familiar with drift, you know what is drift and what are you in your team up to over there? It's easy. Drift is a prepsational path form. So we help companies have conversations with that perspective, customers, that future pressions. That leads and you can think of us right now as a past film that helps you have life chests and an emails to people who hit your sights, and it will be much more in the future. The big deference between us and all the other is we really sit on your public Syzel on marketing sites and we're not...

...start to provide supports. That's not a focus. All focus is to empower the cells people to have more qualifying conversations, more valuable connotations and drivesment. That's what we love it. I love it. So, Gee, we're going to be talking about intent driven automation and so you. You actually have done a lot of speaking on this topic this last year. I think you did like seventeen talks or something crazy like that too, and as we were talking offline, you said that the way you break up your talk, it's kind of in two different parts. One you talk about some some very unique ways to find buying intent, which was extremely fascinating to me as you were explaining it to me offline, but then you also talk about some the the automation that goes along with that. So once you've see source kind of that buying intent, you figured out how to find the buying intent of potential customers. Now you figured out a way to how do you automate that so that your sales reps have that information right in front of them on a regular basis? So explain to our listeners at a high level this idea of intent drive an automation, and then we can get into each one of those subsections. Yeah, exactly. Yeah, I'll tell you what. How I how I got to this. So, pot context for the listeners, I've been doing me to be marketing for the past fifteen years and it's been a record to drown. I started as an apple in two thousand and four. So it's really being quite to join it. And after this apple I wasn't like small and medium businesses and I like just most marketers, I did stray and pray strategies. I just cast a super widen net to try and and bring whomever could buy my software on my products and because I just I don't know, and most markets don't know who's that's going to be. And targeting strategy is, when you're small INMITTANS, don't work very well. The only solution to...

...make a profit is to bring the costest acquisition down right. The pro when you do that the real any quarts and don't talk play. It works. But the pro when you do that is that you're giving a pretty bad experience to revery large number of people in order for some of them to self sut that could raise the hand at the yes, this product is what I need. Right, maybe one percent, two percent, and that's the fift through rates you have on your ads, on your cold the emails, on whatever other strategy you have. Right, that means that you're annoying. Ninety eight percent of people count there and that's not a great experience. You know. I mean a grease. You can, no one can tell you that's not that. That's not great, right, and and so fat. That and only and the Flitchi of thing is in Bechbe be to be marketing or a thin or average country act is famly high. No, usually I sell software that's in the few thousand dollars of a CV per months, sometimes a bit Laura like right now, something of the higher like before. So that gives me a lot of leverage if I have certainty that I'm hitting the right audience, right target at the right time, that they're going to close right. I can't increase, let's say, my cack a lot and as I was wondering, how can I make use of that that money in the best ways possible? And so I started buying data. The first thing I wanted to do is I referred to sell people. You know what, my wife is a great saleswoman. She sells really what. Has High conversion rates than anyone else and her company and I went into some of the eating and she has this uncanny ability to relate with anyone that she started to she sells face too base and it's really uncanny and I start what is she doing? She's actually gathering data information on the person so that she can really can creep trust and then personalize catch the price of the product that she's selling to the person that she's something to. And I thought about what we do in marketing. On...

...our websites. We do the exact opposite of what the best people, test people do right. We personalize. Nothing is the same price, the same message, the same product fish in the same way. And I thought, okay, I got it. Is Two things. One, I've got a captured data on the people who are coming to me and Tube I got the change the experience, make it more relevance, and I started doing that a few years ago by capturing the IP data when they hits my website. To Use cribits for Bost we don't know. It's a great third party data provider and they sell email to person, profile, business, popis and Ip address to company data. So when someone hits your website with an IP I don't have an idea address for the bit on known, the Hitde to website and you know which company they work for. Write amount. Thirty two, forty percent of the cases that's the coverage and so now you know which companies are coming to you. And what I did is I built the leads coin models with another companies called man to do and maybe Toud you, to predict the value as each of those visitors coming to me, based on past conversions, the based on who paid in the past. I was able to build a model that predict who's going to pay in the future, who's likely to bring the future right, and now that I know which companies up into my side, I can get a value for those still animous visitors and that was great. And so we chase the website. We did funny things that would we do a like top up the life chats actually the gift, the drift I shot before. I work at drifts, based on that score, because I can predict that that conversation is going to be valuable, that my self, drip, when paying a lot, is not going to lose that time, and that's great. However, there was something that was annoying. That something it's really on my shoulder, which will well, this is just waiting for...

...people to come to my site. I'm not doing a better job of going getting out there right Shu'm converting more then converting more of the one percent of people who come to my site. That's extremely passive, and so I started wondering how can I capture the buying intent right before this expressed in coming to my website and I looked and I found some of those intense sources and I'm focusing a lot of time on buying that. I'm going to do a few examples. Yeah, yeah, this is it. My time. I Buy, I sell, be to be software. That's what I do for a trade. And maybe you know there's a site called get Crawley and should be out is a side that does be to be software issues. It's pretty part off and you probably being there as a visitor. Maybe you have one of your products list. What you might not know is that if you have one of your products listed and you have a premium profile, you actually buy it for an extra the IP data of visitors to your page, your category and even your pret tickets page. That to me whenever you whenever you mention that offline. Gee. I want listeners to make sure that they that they catch that. So you can, if you have a premium profile on gtw crowd you can, you can pay an additional fee to get access to it. Not just the people checking out your profile but people that are checking out the category as well as your coret editors, and you can access that Ip data correct not not necessarily their emails, but their IP information, not the email. So you don't know who that person is. If you know that this company has used specific page which are interested in, that you're monitoring and I even know I can then condense that and for the moment what I do is that I put that on sales force for myself up to follow, but I...

...condense all the page to use from the same company in Wonderful Trinity and as to one hour after they ask page to you, I think them on snack and say this it's been an authmatically and the box says this company viewed three, four, five geocrapt pages. Here are the pages and they can see me drift asturs my competitor, because see the company, the category page, they see the number of people and if that's not by intense I don't know what that is. And then and then at that point, so right now you are kind of putting the show your you've automated it so that that opportunity gets delivered to a sales rep and then it's on the sales rep to a craft messaging that is less creepy than hey, we saw you bouncing around g two crowd. What what is that messaging tend to look like? Sure so you usually it's something different. It says hey, you know, we thought that drift can be can help huge and right. More leads all like hey, are you still using forms on your on your website? And we never referred to the binding intense. Right, that would not be spondeity creepy. But I think what's important is one of the things that people, I say, don't understand is we all use these going models. These going models tell you the fit. It's this company. Does it have the means to play this have the technology? Is it's likely to paint? Did Not tell you one. And if I think like, let's say, fevery large companies, I want to sell to you on a cell to maybe Nike. Right, Nike has all the action to be buy drift. You know the technology, the size of the sales reps. should there everything which, without knowing you know when and which the postit and what's the problem that they're time to solve and methods going to break instead accounts. Ever, right, I can't just...

...extend a bunch of cold emails to people that night to say hey, do you want to all Youstus and and drifts? I can't send that every month in the holds. That one month is going to work counts for the second month and they going to kill me. So the buying intense tells you when. I think that's the that's the really critical piece. That makes perfect sense and I've always it's a question I've asked so many people. Gee, this idea of like, when you're doing out bound, how do you do it in a way that is relevant and helpful, it actually adds value and doesn't and doesn't just reek of you know this this automation and that you just stuck me in a list and and I'm getting blasted. Yeah, and this this response, this approach, particularly with with GTW crowd looking at Ip data of the companies that have looked at you know, other other con you know, competitors in your category looked at your profile. You're also using Bombora as well as that correct? Yes, yeah, that's cry so that's, you know, the example, and there's like dozens of such examples. Another one that I like. That and you know it's corectly Bomboa is a company me that places tracking pixels on business articles and got about threezero publishers covered. And what happens is that when someone hits them such an article, of course the IP is captured. They do the same strategy of going from the Ip to the company data, which what they do extra is that they have a Bot that goes through that article, crows that site and that extract the topics as with natural language processing, shuts the topics of that page and then in a database they're going to attaching US say, okay, this company had someone read about that topic and just combined that, you know, and they removed the natural fact that everyone's in a companies reading about some stuff all the time. So the normalize that, remove the noise and they see when does a spike?...

When does the surge of Spike? They see what this company is now maybe ten people, Fifteen people are reading about in my face life chat. They just share the lake on set and now I'm discovering intense to whether they're reading even more than that. I've actually the past sense to Bombola the past conversions to all the companies that paid for my product for the past twelve months and they have told me what they have read three hundred and six, nine twelve unts before converting, and so I can build the past of topics that bring companies to me and I can then expense and let's look at all the other companies that are all also reading about those same topics but haven't come to me and reach out to them because I know them in the right cycle. And you got a lot of others. That's very quickly. I Buy Datas from particularly you know who's hiring who. I can look when a company is having a VP of the mansion. That's great intant for me. I know when they open and when they close. The job worth. I can buy data or when companies are launching a mobile APP or one they're about to refresh. In Your Mobile Apple Octopia, I can buy data from data Nie. That tells me when they're changing that technology stack on the website and how much the paying for it. So there's a lot of intent sources that are weighed before and that enable me to compute an etant score, and I think what's important is that tells me, combined with the lead score, how much I can invest trying to close that company. But because I know how much the going to close for based on lead school, based on what's my average constant value, based on the intent. I know how high the intant is. Prepared to have hurry it. It should be what it is for people who have paid and that just tell me, hey, maybe have a ten, potention, fifteen, twenty percent chance of closing them. If my ATV is, say, like Onezero dollars, well, and I want so that brings me that two hundred, two hundred and fifty dollars worth value for that lead and...

I would invest me fifty percent of the canal to invest anywhere between fifty and and and seventy five R and I'll keep a safety percent margin. So that's how I think of it. Now, now that I know that's one specific company, I can invest fifty. The question is, what can I do with that, because that's a lot of money. Once I know the company. And so they just one is just to create an opportuniting in suspose and let the sales of go after it, and that's going to cost you fifty lights because of a human cost. There's there's also other ways and right now I'm trying to help the sells people by empowering them, getting more data. Eventually we will ought to make part of that. Right now, if you look at at how self, people take that data, they look at the different signal on a company and then they craft an email. That's basically what they do all the place of call, right. That's that's what they do, and it's try to make that call, that email lebums, so they are to mention. Firstly. will do that. It will take the data, the inten data, and it's going to look at who can we reach within that company? Who are those people? Based on who those individuals are, it will craft the best a possible email, and that's fairly easy. We there's like tools like crystal, crystal knows that helps you craft a specific email for specific person based on the psychology profile. That's tools like Nova that tell you how to write the right instro based on what they're publishing on Instagram, on twitter. If you can combine those sources and craft to one email, if you know who you want to reach and you're going to get, you know, the best cases. When I want to I automate that. I gets around fifteen percent response to it, which is pretty high already. You know that's just one out of seven. And so there's other strategy. Strategy can do like displings from aditude. It's sick companies sending gifts, all sending henrwritten letters, all automatically based on how much you want to invest and...

...based on based on that, you can then have a slow which goes maybe starts with an email and then goes to a gift if there's no response, all the other way around, if you know that the predicted value is very high and you want to hit them hod initially. Gee, this has been fantastic. You have you've open eyes to some just different, completely different ways of thinking about how do we find buyers when they are looking for a solution like ours, instead of just having to wait for them to find our website, for the sliver of people that find us, how do we go out and find them? This has been incredibly beneficial. If there's somebody wolfish, yeah, huge selfish. You A lit because I'm a buyer. I receive all those hollyble emails all the time, right, and so if I can create a new way for people to sell and people to buy that focus on the right people of the right time with the right message. My experience in my life as a be to be marketer who bio technology will be better. Yeah, that way. I am so grateful that you have shared such a tangible and practical way to do this. Like I said, I've I've asked so many people how do you get over the spray and pray kind of mentality, and I think this, this is absolutely an effective way to do it. By finding, finding buying intent using Bumbora, using GTWO crowd. You mentioned several more. If there's somebody listening up to this GE that wants to stay connected with you, what's the best way for them to go about doing that? I've probably think didn't type linking dycom game, Cabanasy Ada and each all the outside gravel, outside apple, the echo is an ast name and I took in finding gee. This is again, this has been incredible. I really appreciate your time today, so thank you so much for joining us,...

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